Kennedy Nolan designs Up There's new flagship store on Flinders Lane
In a major revitalisation effort for the Up There brand, renowned design firm Kennedy Nolan has been commissioned to create a stunning new flagship store situated on Flinders Lane, Melbourne. This iconic street, celebrated for its contributions to innovation, design, hospitality and fashion, sets the stage for a space that not only showcases merchandise but also immerses customers in a unique retail experience.
GALLERY
The brand refresh acted as a catalyst for creative inspiration, introducing a vibrant palette of saturated colours that set the tone for the store’s interior. Partially subterranean, the store boasts a deep plan that culminates in the atmospheric urban setting of Sargood Lane, adding an intriguing dimension to the overall ambiance.
Collaborating closely with Up There, Kennedy Nolan crafted a brief that aimed to make the store theatrical, cinematic, abstract, curated, expansive, and unforgettable. One of the standout features is the intense green ground plane, symbolizing both Up There’s signature colour and a sense of grounding reminiscent of a serene grassy field. The ceilings, painted in an inky green hue, further enhance this effect by creating shadowed edges that delineate different zones within the store.
Merchandise is artfully organized into distinct areas, following a ‘concession’ approach that aligns with Up There’s ethos of curating and displaying stock thematically. This layout not only facilitates collaborations, events, and exclusive releases but also encourages exploration and discovery among customers.
A notable aspect of the store’s design is its emphasis on creating inviting spaces for social interaction. The rear section features a large table and generous banquettes, inviting customers to linger, try on products, enjoy a coffee from the in-house café, or simply relax and chat with friends.
The customer journey through the store is carefully orchestrated, starting with a tactile experience at the entrance—a flight of three steps with a distinct surface texture that transitions to a soft carpeted floor. This intentional design element enhances the sense of transition and sets the stage for the immersive retail environment that awaits within.
Overall, Kennedy Nolan’s design for Up There’s flagship store blends innovation, functionality, and aesthetics seamlessly, making it a standout destination on Flinders Lane for both retail enthusiasts and design aficionados alike.
Images by Sean Fennessy via ArchDaily
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